Individual media: Mobile telephones, wireless, SMS

 

While the world remains engulfed in an economic “Perfect Storm,” the full potential of mobile marketing will not be achieved until a “Perfect Calm” occurs, in which the vision that mobile operators an ...

The mobile channel offers an exciting opportunity for marketers-one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which the marketer create

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach. While SMS (short message service) advertising has received some attent

Mobile advertising is one of the most exciting new frontiers in interactive advertising in the United States. As the internet is reinvented on mobile devices-smaller, more personal and personalized, u

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

Forecasters are predicting steep growth in mobile marketing. Evidence suggests there is a large increase in the use of search features, maps and directions on mobile phones. Adoption of smartphones an ...

As one of the less tried and tested advertising platforms, mobile marketing could be an obvious casualty in an economic downturn, when marketing budgets are increasingly pared back. However, many bran ...

Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners. This article discusses a variety of case studies t ...

WARC Online editor Carlos Grande reports from day two of the Mobile Marketing Forum 2008 on the growing use of mobile marketing in emerging markets, where mobile ownership and usage are often more pre ...

WARC Online editor Carlos Grande reports on the opening day of the Mobile Marketing Forum 2008 in Budapest. Issues covered include the opportunities of mobile as an advertising platform, current flaws ...

Brand marketers no longer need to be convinced of the power in the mobile marketing channel. The world now has more than 2.4 billion mobile subscribers, and users have become more accepting of adverti ...

This article examines campaigns from the WARC Online archives that made effective use of mobile advertising (SMS, MMS, WAP etc.). Nearly two-thirds of mobile phone users say they find such messages in ...

Mobile phone ownership now exceeds two billion worldwide, making the mobile the most widely distributed device globally. Most users have an intimate relationship with their phones, making the 'third s ...

Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualiz ...

This empirical research brings interesting insights concerning mobile commerce. Our objective is to determine the influence of language (conventional language versus short message service (SMS) langua ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how companies such as Ford and Nikon are using mobile ma ...

In this article, Jim Taylor of MEC Retail explains why mobile phones have the potential to revolutionise in-store communications. While in-store currently revolves around incentives and promotional me ...

This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, bra ...

The mobile internet is a fast-developing medium, offering increased levels of access and faster connections. By 2010, 24 million Americans are expected to watch video on their mobile phones; by contra ...

Everyone’s talking about mobile marketing as the next big thing. But despite the panoply of available options, the desired ROI is unlikely to be achieved without careful consideration and management. ...

It has been predicted that by 2008 more people around the world will access the Internet by using their mobile phones than by using computers. While this may already be the case in Japan, other countr ...

Predictions of growth regarding the use of mobile phones for advertising vary, but all agree that the medium will expand greatly. Mobiles are personal, and unsolicited, obtrusive advertising is resent ...

This article examines the new medium of mobile communications and the factors influencing consumers’ use of m-services in that medium. M-services are defined as enhanced information services accessed ...

This paper attempts to measure the value of an integrated business idea to enhance the hard work of an entire business returning to growth. Following implementation of ‘Try Something New Today’ it is ...

The advertising industry is increasingly using mobile technology to communicate and research. This paper examines the use of the short messaging service (SMS) on mobile phones to recruit samples for p ...

Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time adve ...

In this article, Gary Arlen discusses the problems and opportunities raised by mobile marketing, and especially those raised by new generations of mobile telephones, which are already being used in Ja ...

Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011. While, in many ways, mobile phones seem to be an ideal medium for advertisers, this ...

How does trust affect consumer attitudes and recall in mobile advertising? This study explores this question by conducting a large-scale “pseudo” mobile advertising campaign in Japan. Two “real” brand ...

This paper explores young people’s motivations for using mobile phones. Older adolescents’ everyday use of traditional and new forms of mediated communication were explored in the context of their eve ...